The future of advertising

Slide 1: The future of advertising. Matt Dickman//Fleishman-Hillard//MCAD//MIMA//March 17, 2008

Slide 2: Welcome.

Slide 3: First, let’s make a deal.

Slide 6: About me.

Slide 10: http://www.google.com/search?&q=matt+dickman

Slide 14: The foundation for tomorrow is here today.

Slide 15: If you don’t like change, you’re going to like irrelevance even less. General Eric Shineski, Retired Chief of Staff, U.S. Army

Slide 16: The world has changed.

Slide 17: 1.0 2.0

Slide 18: 3.0

Slide 19: The faces have changed.

Slide 25: “The best idea is boss” -CP+B

Slide 26: The roadmap changed.

Slide 29: The language changed.

Slide 30: <html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>

Slide 32: The pace changed.

Slide 34: Choice is growing exponentially.

Slide 38: Marketers are at a crossroads.

Slide 40: Most agencies were not built for dialogue.

Slide 41: Traditional digital is running rampant.

Slide 42: Most marketers on Facebook use it as a broadcast platform.

Slide 43: They were created to push.

Slide 44: And shout.

Slide 45: Sometimes that works.

Slide 46: Advertising is better at emotion.

Slide 47: http://youtube.com/watch?v=NRAhyl1fC4w

Slide 48: It just doesn’t work in a vacuum.

Slide 49: Or a silo.

Slide 51: PR Advertising

Slide 52: PR Advertising Interactive

Slide 53: PR Interactive

Slide 54: Advertising Interactive

Slide 55: Today.

Slide 57: Tomorrow.

Slide 59: Marketing

Slide 60: Experiences rule.

Slide 61: Storytelling is a must.

Slide 62: Creating and enabling fans.

Slide 67: 1-to-1.

Slide 69: Location agnostic.

Slide 70: Portable.

Slide 72: Widgets are portable, brand gateways.

Slide 74: Time agnostic.

Slide 77: We have to listen and adapt.

Slide 80: End of interruption.

Slide 81: Social media will be the standard.

Slide 82: It’s all social.

Slide 83: It’s all personal.

Slide 87: The “me” economy.

Slide 91: 15 megabytes is the new 15 minutes.

Slide 94: Consumer buzz can be great.

Slide 96: Or really bad.

Slide 97: Hurricane Kohls.

Slide 98: Paul McEnany | http://heehawmarketing.typepad.com

Slide 99: Wal-Mart ﬂog.

Slide 101: Either way, it spreads quickly.

Slide 102: They don’t call it viral for nothing.

Slide 103: We have to keep our eyes open.

Slide 104: And look below the surface.

Slide 105: Micromedia.

Slide 124: Minneapolis bridge collapse.

Slide 125: Bridge collapses - 6:00pm

Slide 126: I hear about it on Twitter a little after 6pm.

Slide 129: The story unfolds.

Slide 130: 29 minutes

Slide 134: Mainstream media catches up.

Slide 135: 1 hour

Slide 136: Some alert friends.

Slide 137: 1 hour 42 minutes

Slide 138: Some ask questions.

Slide 139: 3 hours 8 minutes

Slide 140: Some reﬂect back.

Slide 142: People upload images.

Slide 151: Distributed through widgets.

Slide 154: And through mashups.

Slide 156: There are even new worlds to explore.

Slide 159: Marketing

Slide 160: Put strategy ﬁrst.

Slide 161: Adding value should be the goal.

Slide 162: Thank you! Matt Dickman mattdickman@gmail.com http://technomarketer.typepad.com

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